معرفی
Naoto Onzo is a Professor at the Faculty of Commerce, School of Commerce, Waseda University. With an extensive academic career spanning over three decades, Professor Onzo has established himself as a leading authority in marketing and consumer behavior research. His scholarly contributions have significantly shaped contemporary understanding of brand strategy, product development, and market entry approaches.
Professor Onzo's educational background includes:
- Doctoral Program at Waseda University Graduate School (1984.04 - 1989.03)
- Master's Program at Waseda University Graduate School (1982.04 - 1984.03)
- Bachelor's degree from Waseda University School of Commerce (1978.04 - 1982.03)
Professor Onzo's research focuses on commerce marketing and consumer behavior, with particular expertise in brand strategy, product strategy, market entry strategy, and sales promotion. His work bridges theoretical frameworks with practical applications, examining how consumers process information, make purchasing decisions, and respond to various marketing stimuli. He has pioneered research in sensory marketing, exploring how visual, auditory, and tactile elements influence consumer perceptions and decision-making processes. His studies on construal level theory applications in consumer behavior have provided valuable insights into how psychological distance affects purchasing decisions.
Analysis of Professor Onzo's publication record reveals several key research trajectories. His early work focused on market entry strategies and brand positioning in mature markets. Over time, his research evolved to examine sensory marketing elements, particularly how package design, color, and spatial arrangement influence consumer evaluations. More recently, his work has expanded to include digital marketing contexts, crowdfunding mechanisms, and the application of robotics in retail environments. His research demonstrates a consistent progression from traditional marketing frameworks to more innovative, technology-integrated approaches that address contemporary market challenges.
Professor Onzo's scholarly achievements have been recognized with numerous prestigious awards:
- Marketing Journal 2024 Best Paper Award for research on crowdfunding in product development
- Japan Marketing Book Awards 2024 Runner-up for his comprehensive marketing concepts publication
- Multiple Encouragement Awards from the Japan Marketing Association for research on senior market diversity and customer name effects
- Outstanding Paper Awards from the Japan Society of Marketing and Distribution for packaging research
Professor Onzo has secured significant research funding through Japan Society for the Promotion of Science Grants-in-Aid for Scientific Research, including current projects on sensorial marketing perspectives for sustainability tourism promotion (2025-2029) and artificial intelligence at the point of purchase (2024-2028). He serves as Principal Investigator on multiple interdisciplinary research teams examining consumer behavior through various theoretical lenses. His teaching responsibilities include Contemporary Marketing courses at both undergraduate and graduate levels, as well as specialized Marketing Strategy courses for Master's and Doctoral students.
As Director of the Institute of Marketing Communication since 2019, Professor Onzo leads a research group that focuses on integrating sensory marketing principles with emerging technologies to understand consumer decision-making processes. The team conducts innovative field studies using GPS tracking, eye-tracking, and other advanced methodologies to capture real-world consumer behavior beyond traditional laboratory settings. His research lab maintains strong industry partnerships with retail companies, advertising agencies, and technology firms, ensuring practical relevance of theoretical findings.
